5 Ad Quality Myths Debunked

Ad quality has become a performance driver, but myths still hold many advertisers back. Let’s break down the biggest misconceptions with data and actionable fixes, especially for CTV.

Myth #1: CTV is safe by default

Reality: CTV bought on the open exchange can see over 25% of impressions delivered to Fake or non-CTV environments, compared to just 2.5% for Peer39 clients using program-level controls (Source: Peer39's Q4 2025 Benchmarks Report).

Fix: Use Peer39’s Safe from Fake Content pre-bid category and program-level exclusions.

Myth #2: MFA is only a web problem

Reality: The same low-quality supply dynamics that drive MFA on the web, including misclassification, poor content signals, and ad-heavy environments, also exist in CTV under the label of Fake CTV content.

Fix: Apply Peer39’s Safe from Fake Content controls across CTV, not just display.

Myth #3: App-level exclusions are enough

Reality: Broad app-level exclusions often block good inventory and still fail to eliminate low-quality or misclassified supply. Program-level controls deliver precision without sacrificing scale.

Fix: Shift to Peer39’s keyword- and program-level CTV targeting, moving beyond app-level assumptions.

Myth #4: Ad quality kills scale

Reality: As CTV inventory scaled in Q4 2025, Peer39 clients maintained significantly lower exposure to Fake CTV, User-Generated Content, and Sensitive Content, proving quality holds up even as scale increases (Source: Peer39's Q4 2025 Benchmarks Report).

Fix: Use off-the-shelf categories first, then layer in customized keyword controls.

Myth #5: Analytics are for after the campaign

Reality: Without real-time program-level visibility, you can’t meaningfully optimize spend or quality mid-flight.

Fix: Activate Peer39’s Analytics Dashboard and CTV Quality Score to identify risk early and adjust delivery in real time.

Don’t Let Myths Block Performance

With Peer39, ad quality doesn’t limit CTV scale, it enables it. Cleaner supply, smarter optimization, and stronger outcomes. No trade-offs required.